News

Survey: UK Customers Like iPhone, Balk at Price

Monday, November 26th, 2007 at 12:30 PM - by

A survey by GfK NOP of 500 UK customers showed that while they are well aware of the iPhone and like its looks, most feel that at £269 (US$556) it is just too expensive.

The poll suggested that while there are a some cult fans of Apple in the UK, 72 percent said that they would not buy at iPhone at the current price.

The poll results were as follows:


Poll: GfK NOP

"Apple’s history proves that it has the magic touch when it comes to product development and marketing, however the iPhone has yet to capture the imagination of the UK public. iPhone hype is in full-force, but our data shows that it is very much a considered purchase, with its high price turning many consumers off."

UK customers, the report said, are accustomed to subsidized phones, and the iPhone's £269 (US$556) price seems too much to swallow for most UK customers accustomed to paying less than £200 (US$413)

"Apple needs more than cutting–edge design to penetrate this market and will have to work much harder in the UK than it did in the US to make iPhone a mass-market proposition," the survey concluded.

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A guest said: (hide)

Mon Nov 26, 2007 1:53 pm

well, it's their taxes that boost the price so far up. We like subsidized items too, but hey, people in hell want icewater.

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A guest said: (hide)

Mon Nov 26, 2007 1:55 pm

Doesn't surprise me really, it's difficult for people to think they're not just getting a phone but an iPod as well. I mentioned that to someone and they did say they'd not thought of it like that.

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A guest said: (hide)

Mon Nov 26, 2007 1:56 pm

Taxes huh?

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A guest said: (hide)

Mon Nov 26, 2007 2:26 pm

Meh, so what. Large numbers of people in the States thought it was too expensive at first too. It didn't seem to hurt sales. Ask the people who don't care how much it costs.

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A guest said: (hide)

Mon Nov 26, 2007 4:10 pm

Yes I can see that, if you polled 500 people in Liverpool or Cornwall. But,on the other hand, you can easily pay half that for a couple nights stay in London.

I am sure you can pull the same trick in the states. Poll in some towns in Alabama or Arkansas and I am sure $400 US is thought to be a lot to pay for a phone. In LA, NY, SF or any other major city (or suburb) it seems like dinner and drinks for you and a couple friends.

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A guest said: (hide)

Mon Nov 26, 2007 7:59 pm

It was a poll across the country

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A guest said: (hide)

Mon Nov 26, 2007 8:48 pm

They pay the equivalent of $8 USD per gallon of gasoline, yet they balk at the price of the iPhone.

Word to Apple, forget the UK. Concentrate on China. 1.5 billion people who are prospering thanks to the country's HUGE exports (with just a little extra lead).

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JulesLt said:

member since 06 Jul 2005 with 136 posts, unranked, send him a message or view his profile

Tue Nov 27, 2007 10:07 am

It's not just the taxes (as they effect all purchasing decisions, they also affect Apple's competitors). The major thing for me, not made clear here, is that the O2 call plan is hugely uncompetitive. I pay equivalent $20 per month for 300 minutes + 300 SMS. For another $20 I can get 3Gb of 3G access. The iPhone plan is about $70 per month.

That is very different from in the US where the call plans are, I understand, very competitive for what they provide, making the total cost of ownership lower.

I've no problem with the cost of the phone (I ponied up for an iPod Touch the night they were announced) but I do have a problem with signing up for a further $1260 or so.

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